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1. OBJECTIVE OF INDIVIDUAL ASSIGNMENT

This exercise allows you to tap on your knowledge from the HMT module and reflect on your experiences as a guest in a hospitality business. You will be evaluating and proposing solutions to address operational challenges faced by hospitality businesses with the adoption of service innovations & improvements, digital tools, and emerging technologies.

In this exercise, you are required to demonstrate:

  • The ability to identify common operational challenges in a local or international hospitality business.
  • Keen observations of guest flows and interactions at a local hospitality establishment.
  • Thorough understanding of the implications of service innovations and new technology on hospitality operations.
  • Sound and logical approach in proposing appropriate solutions to address the identified challenges and improve overall guest experience.

2. BACKGROUND

“Customers may forget what you said but they will never forget how you made them feel”.
This quote holds true despite the disruption faced by the hospitality sector as a result of the Covid-19 pandemic. As the industry rebounds, service and technological innovations will play a critical role in creating meaningful service interactions, positive guest experiences, and a more sustainable operational model for the business.

Article reference: Commentary: How Singapore hotels can future-proof against Covid-like disruptions (TODAY, 29 September 2022)

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3. ASSIGNMENT BRIEF

For this assignment, you are to assume the role of an experienced hotel quality auditor who has been engaged by a Singapore-based hotel to conduct a quality audit of its public/common areas.

You are to conduct a site visit to a hotel of your choice (with an average room rate of S$300 and above) between October to December 2024 to better understand the situation on the ground and propose suitable recommendations to your client to enhance the overall guest experience at the public/common areas of the hotel.

The public/common areas which you can observe include:

  • Front Desk and Concierge Desk (compulsory)
  • Any TWO of the following areas:
    • Entrance
    • Lobby
    • Lobby Lounge (if available)
    • Restrooms, etc.

The recommended time to conduct the site visit will be from 12pm to 3pm where there will a higher activity level at the public/common areas as the timing coincides with the check-out and check-in times for hotel guests.

You may decide to conduct more than 1 site visit to account for the difference in crowd levels on a weekday vs. the weekend.

Your quality audit report should include the following:

  1. Overview of Hotel & Site Visit(s)
    • Name and location of hotel
    • Size, type and class of hotel
    • Key services, facilities, and amenities offered
    • Main customer segments (e.g. business, leisure, etc.)
    • Date(s) and time(s) of site visit(s)
  2. Key Observations from Site Visit(s)
    • Overall ambience (e.g. quality of non-physical elements e.g. background music, lighting, scent, etc.)
    • Physical layout and other attributes (e.g. placement of furniture and fittings, location of check-in counters, spaciousness of hotel entrance, physical decorations such as plants, artwork, etc.)
    • Activity and flow of guests/visitors (e.g. What are the visitors/guests doing? Are there any areas of bottleneck?)
    • Quality and nature of interaction between hotel staff and guests
    • Summary of “Pain Points” observed
  3. Recommendations for Improvement
    • For each area of observation in Part b above, propose up to THREE recommendations for improvement.
    • Your recommendations can include service innovations & improvements as well as the adoption of digital tools and emerging technologies.
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4. MARKING CRITERIA

SECTION WEIGHTAGE (MARKS)
Overview of Hotel & Details of Site Visit(s) 10
Key Observations from Site Visit(s) 30
Recommendations for Improvement 30
Quality of Presentation Deck 10
TOTAL 80

Overview of Hotel & Details of Site Visit(s)

  • Clarity and comprehensiveness of hotel information
  • Accuracy and rationale in identification of main customer segments
  • Appropriateness of timing, duration and frequency of site visit(s)

Key Observations from Site Visit(s)

  • Sufficiency in the areas observed during site visit(s)
  • Level of detail captured in observations
  • Relevance and significance of observations
  • Summary of “Pain Points” observed

Recommendations for Improvement

  • Relevance in addressing “Pain Points” observed
  • Potential impact to overall guest and visitor experience
  • Practicality and cost-effectiveness of recommendations

Quality of Presentation Deck

  • Visual appeal and impact
  • Format and flow
  • Logical development and coherence
  • Quality of references

INDIVIDUAL ASSIGNMENT ASSESSMENT RUBRIC (20%)

ASSESSMENT RUBRIC

INDIVIDUAL ASSIGNMENT ASSESSMENT RUBRIC

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The post 17HMT (013713) Quality Audit of Public Areas in a Singapore Hotel (Individual) October 2024 Semester appeared first on Singapore Assignment Help.

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